President's Column - September 2026
Hello Members and Industry Friends,
Inspiration for these columns comes from all sorts of places. Sometimes it’s a conversation with a colleague. Sometimes it’s a challenge facing our businesses or our association. Often, it’s a personal experience. This month’s topic, however, came from something much more simple, the temperature of the Adriatic Sea. I was recently on vacation at a beautiful beach. The weather was perfect, the sun was blazing, and the water was that Instagram worthy, turquoise blue. The only problem was it was really cold.
I’ve never been the type of person to simply jump into cold water. My approach has always been to ease my way in. One slow step at a time. Let my feet adjust, then my legs and eventually, I’d finally make it all the way in. Short breaths and avoiding any splashing at all costs.
This time wasn’t much different. There were plenty of people already swimming, including members of my own family who were encouraging me (or maybe laughing at me) to just jump in. I wanted to. It was incredibly hot outside, during those heat waves in Europe and I knew I’d enjoy it once I got in. Yet there I stood, convincing myself that taking it slow was somehow the better option.
Then my mind went somewhere totally unexpected.
I recently accepted a new leadership role within my company, different than the one that brought me to Switzerland. It’s a position that will challenge me in ways I haven’t experienced before. There won’t be much time to slowly acclimate. I’ll have to learn quickly, make decisions, build relationships and manage unfamiliar situations almost immediately. Actually, already have.
Somehow, I made the link between the two; This new role is going to put you in a ton of uncomfortable situations, you’re going to have to just jump right in. Might as well start now!
So I did.
For a few seconds, it was exactly what I expected, cold. Not quite take your breath away cold, but pretty stinkin’ cold.
But of course, just like everyone was saying, give it a second and it’s fine. And almost immediately, it was. It was so refreshing. Comfortable, even. Within minutes, I couldn’t imagine why I had hesitated in the first place. So for the rest of the vacation, I simply jumped in without thinking twice. By the end of the trip, I had complete confidence that those first few uncomfortable moments were worth pushing through and no need to hesitate.
It was an easy link to plenty of other aspects in life that made this not just about swimming.
How often do we avoid experiences simply because they’re outside our comfort zone? Maybe it’s trying a new food, traveling somewhere unfamiliar, learning a new hobby or spending time with people outside our usual circle. Nearly every one of us can think of experiences we initially resisted, only to later wonder why we waited so long.
Professionally, the opportunities are everywhere.
Maybe it’s volunteering (or being voluntold) to give a presentation when public speaking makes your palms sweat. Maybe it’s raising your hand for a project that’s outside your expertise. Perhaps it’s applying for a position that feels beyond your current capabilities.
Or maybe it’s putting your name forward to serve on an IADD committee; or even running for President.
I can assure you, there have been many moments over the past couple of years where I felt uncomfortable. Moving to a foreign country for a new job is probably at the top of that list, but leading an international association, speaking in front of members whose accomplishments I deeply respect, writing these columns each month and representing an industry that I genuinely care about have all pushed me beyond what was comfortable.
And that’s exactly why they’ve been worthwhile.
Growth rarely happens while we’re standing in warm, shallow water.
There’s a reason we’ve all heard phrases like “No pain, no gain” and “No risk, no reward.” They’re clichés because they’ve been repeated countless times. They’ve been repeated because they’re true.
That’s not to suggest every leap works out exactly as planned. Sometimes the water really is colder than expected. Sometimes a new project doesn’t succeed. Sometimes a new role is harder than anticipated. Sometimes we fail.
But even those experiences teach us something valuable. They build confidence, resilience and perspective that simply can’t be developed by staying where everything feels familiar.
As an industry, we’re facing plenty of opportunities that require us to step outside our comfort zones. New technologies, automation, artificial intelligence, changing customer expectations, workforce development, sustainability and evolving business models are all asking us to adapt. We can cautiously stand at the shoreline waiting for conditions to become perfect, or we can accept that growth often begins with a leap into something unfamiliar.
One of the things I’ve always appreciated about the IADD is that it provides a safe place to make those leaps. Whether it’s attending your first event, participating in a technical discussion, asking questions, presenting an idea or volunteering your time, our association gives members the opportunity to grow alongside people who genuinely want to see each other succeed.
You don’t have to jump into everything all at once. But every once in a while, when you’re standing at the edge wondering whether to take that next step, maybe don’t wonder.
Just jump.
You might discover that what seemed intimidating from the shore becomes refreshing the moment you fully commit.
And before long, you’ll wonder why you ever hesitated in the first place.
Thank you and all the best,
Rob has 27 years of experience at Bobst, one of the world’s leading suppliers of substrate processing, printing and converting equipment and services for the label, flexible packaging, folding carton and corrugated board industries. He currently serves as Tooling Director.
Rob is based in Switzerland, with his wife Monica and their children, Leo and Manuela. His older son, Khai is engaged and remains living in New Jersey. Rob enjoys camping and cooking as well as being a full time chauffer to hockey and swimming practices.
He is proof that being one of those “take it apart and see how it works” kind of guys can lead you to a wonderful career, meeting new people and experiencing the world.
The President's Column appears in The Cutting Edge, the IADD's monthly magazine.
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